Clutter is the new normal!
In a world cluttered with ads, breaking through the noise has become more challenging than ever. As I mentioned in my article on creating engaging video content – blank spaces have become endangered species, both online and offline.
This has led to the rise in inbound marketing – most especially content marketing. Content marketing is the gold standard of inbound marketing. When you create content, you’re providing your audience with valuable information – FOR FREE!
Content marketing done right attracts potential customers to your website. It is also a great strategy to engage and guide your customers through the buyer’s journey.
However, content marketing is useless without content writing – or simply put, WRITING.
Writing is the foundation of any content you publish - blog posts, videos, web page copy. Every single thing is built of writing. When most marketers hear you mention writing, all they think of is “articles or blog posts."
And "content writing" is more than just writing articles or blog posts.
Now that we have established that, here are some best practices you should follow during content writing. These practices are not set in stone, but they go a long way to ensure you get the best out of your content marketing plans.
An outline is a mandatory step in your content writing process. It sets the tone for the rest of your work and also helps your content come out more precisely and better.
This happens because writing an outline forces you to put all your thoughts down in an organized way (rather than writing everything off the top of your head). Doing this also speeds up your writing process. It also helps you create a much better structure for your content.
Finally, creating an outline ensures you don’t miss out on any of the significant points you have to include in the content piece you are putting together. It lets you see your content from a “high level” that’s impossible to know as you’re writing or producing.
So, how do you create a practical outline?
Here are three tactics that work well:
Shareability is a big thing if you are creating content. If your content pieces are easy to digest and share, you are on your way to the “Super Bowl.” Here are a few tips for creating content that is easy to consume and even easier to share.
In summary, your final content needs to be super engaging to work. And no matter what format you’re working with, that starts with the content writing process.
For video, you can create 10-second soundbites that can be shared on social media feeds, with links to the main video at the end. Tactics like this increase the odds that your content will get shared and linked to by other writers. The result is a higher ranking on search engines.
You need an intriguing angle to grab the attention of your readers. The angle is the most crucial part of your copywriting. It is the hook or big idea that drives customers to action because it connects deeply with the prospects on a personal level and creates urgency.
Your angle can be a personal story. A bit of controversy. Or merely saying the consumer has nothing to lose by reading your article or watching your video. The angle you use always depends on your target audience.
For most audiences, creating entertaining and informative content is not enough. It also needs to be valuable and actionable. Your customer should walk away with at least one piece of advice/tactic/strategy that can be implemented almost immediately.
Here’s how you do that:
People only share or link to content they trust. While the design is a significant factor in building trust for your content, the writing process plays a vital role too. You can also argue that content defines design and not the other way around.
Here are a few tips to make your content more trustworthy.
In a world dominated by clutter, it can be challenging to keep your target audience engaged. They have so many options or are already fatigued and move on faster than you can say Jack Robinson. With such a short window of time, your headline and introduction assume a significant role in how well your content performs.
Here’s how to create headlines and introductions that work:
Content writing is everything, and these five tips are a great way to kickstart an engaging content marketing process.
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